Postgraduate Course: Business to Business Marketing (BUST11033)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Course type | Standard |
Availability | Available to all students |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Credits | 10 |
| Home subject area | Business Studies |
Other subject area | None |
| Course website |
None |
Taught in Gaelic? | No |
| Course description | The course focuses on how businesses identify and competitively satisfy the needs of other businesses. It is a radically different challenge than marketing to end users (consumers). Business goods go through numerous transactions and transformations before they are ready to be ultimately sold to consumers (for example sand=>silicone=>semiconductor chips=>computer mother boards=>personal computers). Although a common body of marketing knowledge applies, important differences exist between consumer and business marketing, especially the nature of the markets, demand patterns, buyer behaviour and buyer-seller relationships. |
Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | For Business School PG students only, or by special permission of the School. Please contact the course secretary. |
| Additional Costs | None |
Information for Visiting Students
| Pre-requisites | None |
| Displayed in Visiting Students Prospectus? | No |
Course Delivery Information
| Not being delivered |
Summary of Intended Learning Outcomes
Knowledge and Understanding:
After completing the course, the student will be able to:
-Appreciate the dynamic and complex nature of the business marketplace.
-Understand the important differences between consumer and business markets and the implications for marketing management.
-Recognise the implications the specific nature of business-to-business organisation has on marketing.
-Critically appraise the marketing strategies and operations of business marketers. |
Assessment Information
Students will be assessed by means of:
Team-based Case Submission 40%
Individual Participation 10%
Individual Case Submission 50%
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Special Arrangements
| None |
Additional Information
| Academic description |
Not entered |
| Syllabus |
Not entered |
| Transferable skills |
Not entered |
| Reading list |
Not entered |
| Study Abroad |
Not entered |
| Study Pattern |
Not entered |
| Keywords | MBA B2BM |
Contacts
| Course organiser | Dr Anthony Kinder
Tel: (0131 6)51 3858
Email: tony.kinder@ed.ac.uk |
Course secretary | Miss Kate Ainsworth
Tel: (0131 6)51 3854
Email: Kate.Ainsworth@ed.ac.uk |
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